Luliang Highland Vegetables: A Gold Medal in Design

Brand Identity That Celebrates Excellence and Purity

The creation of the Luliang Highland Vegetables brand identity by Tian Rui Ling Dong is a testament to the power of design in capturing and communicating the essence of quality. The Gold Medal, a universal symbol of excellence, serves as the cornerstone of this identity, resonating with the brand's commitment to high standards and ecological integrity. This design not only represents the brand's market leadership but also its dedication to maintaining an unblemished ecological footprint.

With a meticulous approach to the conceptual phase, the design team, including Xun Gao and Yang Li, conducted in-depth consultations to distill the logo's visual elements. Symbolic representations of light, birds, and vegetables were refined through numerous prototypes, culminating in a logo that excels in both visual and textural appeal. The final design, a bird clutching a vegetable, draws inspiration from a local proverb, emphasizing the importance of natural taste and eco-friendly cultivation practices.

The technical specifications of the brand identity were tailored for high-impact outdoor advertising, with dimensions set for maximum visibility in Luliang County's central square and along the highway. The design's implementation in October 2023 marked a new chapter for the brand, positioning it prominently in the public eye.

Extensive research underpinned the design process, with the team immersing themselves in Luliang's unique climate and topography. This groundwork was pivotal in capturing the ecological ethos of the local vegetable cultivation, which is central to the brand's narrative. The challenge lay in encapsulating Luliang Highland Vegetables' ecological attributes and market prominence within a single, compelling logo. The integration of the gold medal symbol with elements of theater and interaction achieved this, enhancing the brand's identity and fostering consumer engagement.

The design's simplicity and intuitiveness are its strengths, effectively conveying the brand's large-scale planting advantages and industry position. Recognition of the brand's commitment to natural quality is reflected in the public's reception of the logo. The design's accolades, including the Iron A' Graphics, Illustration and Visual Communication Design Award in 2024, affirm its success in meeting professional and industrial standards, contributing positively to the world of design.